by Miguel Martín Dávila, Jaime Manera Bassa, Enrique Pérez del Campo · MCGRAW HILL (FONDO) · tapa blanda · ISBN 9788448111403
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This book, Marketing Fundamental, coordinated by Miguel Martín Dávila, Jaime Manera Bassa, and Enrique Pérez del Campo, is an essential work for those starting in the world of marketing. It presents the necessary concepts to develop marketing work professionally, integrating a review of the basic resources and the most relevant aspects. Throughout the book, a practical example of product marketing is used, developed step by step. Additionally, it addresses the implementation of the plan, budgetary aspects, and its presentation both inside and outside the company. It also analyzes the organizational aspects to harmonize the plan within the company and reviews the new instruments applied in marketing.
